AUG Marketing on track

The ASEAN University Games (AUG) returns to Singapore after a break of 22 years, with a larger role for the newer universities to play as members of the Singapore Universities Sports Council (SUSC).

Each of the six Singapore universities is given a role to play during the run-up to the AUG. SIM University (UniSIM) heads the branding component of the Games, and had created the AUG logo, brand design and souvenirs for the games.

The three colours of the stars – red, blue and yellow – in the logo are the common colours of the ASEAN countries and represent the inclusiveness of the Games. The brushstroke across the ‘G’ runs towards the first of the 11 stars, emphasising the idea that sports provides a platform for youths to come together to create and share common goals and purpose. Youthful and dynamic, the AUG logo reflects its clear focus on celebrating diversity and unity.

“The branding guide provides the AUG Executive Committee with the necessary knowledge and parameters when applying the branding for AUG 2016. This ensures consistency across all communication material at all times,” said Dawn Soh, Head (Student Life) at UniSIM, and member of the AUG marketing team.

The consistent use of the AUG branding is ever more important, with the emphasis on digital media coverage of the Games.

The team is also geared up with the functional aspect of marketing. Souvenirs, participation certificates and event collateral are currently being prepared for the Games. The Games athletes will be given a welcome pack when they check into the Games village.

Medal winners can also expect a limited edition mascot toy during the medal ceremonies, in line with the current AUG tradition of each host nation sharing the spirit of the Games through a mascot.

Through these marketing efforts, the AUG Executive Committee looks forward to an inspiring and memorable AUG here in Singapore.